Looking for an excuse to venture beyond Japan’s biggest cities? A beloved Snoopy exhibition is returning to Shikoku with even more reasons to visit. From August 1st, 2026, the Towel Museum in Imabari, Ehime Prefecture, will reopen its popular “SNOOPY Hug Your Happiness” exhibition, offering fans an immersive look into the world of the Peanuts gang.

Unlike a traditional gallery, this exhibition is designed to be experienced with more than just your eyes. Around 80 towel-based artworks showcase Snoopy, Charlie Brown and their friends using intricate weaving techniques unique to Imabari, Japan’s most famous towel-producing region. Visitors are encouraged to touch many of the displays, making it a rare hands-on museum experience.

One of the standout attractions is a giant Snoopy plush measuring around two meters long, created exclusively for the museum using recycled cotton waste generated during towel production. The exhibition is divided into three themed chapters celebrating the simple joys of everyday life, with colorful installations, photo spots, interactive displays and even a space where visitors can leave messages about the things that make them happiest.

There is plenty to do beyond the exhibition itself, too. The museum’s PEANUTS shop, the largest in Shikoku, stocks more than 800 items, including exclusive merchandise, while a new stamp rally challenges visitors to find Snoopy’s siblings hidden throughout the museum for a special prize.

If you’re visiting later in the year, the experience continues after dark with the return of “Snoopy Happiness Night”. The museum’s gardens will glow with around 450,000 lights alongside projection mapping inspired by the exhibition, creating an unforgettable evening in one of Shikoku’s most unique attractions.

Getting there

The Towel Museum in Imabari is located around 25 minutes by taxi from Imabari Station.